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principles of behavior
Consumer Behavior 12th Global Edition Leon G.Schiffman, Joe Wisenblit - Solutions
What are the privacy implications of companies’ increasingly widespread monitoring of online consumers?
At a time when many consumers can avoid advertising messages via time-shifting devices, marketers increasingly use product placements (also known as branded entertainment). In your view, is this a wise strategy or not? Explain your answer.
A soft-drink company distributed cell phones to preadolescents in low-income areas. The phones routinely received advertising messages for the drink. Following criticism, the company said that the benefits to the disadvantaged children from having the cell phones (e.g., safety) outweighed
Societal marketing advocates balancing society’s interests with the needs of consumers and marketers. In accordance with this, marketers should not advertise foods to young people and other vulnerable consumers in ways that encourage irresponsible buying. However, many marketers are
Keep a consumer journal for three days. On each day, briefly describe each of your consumer journeys and decisions.Apply the concepts and terms in this chapter to analyze your consumer behavior.
Consider items you have in closets and cabinets that might be considered cabinet castaways. What are these products?Why didn’t you use them? What could be a marketer’s role to ensure that you use it or discard it and buy it again?
The key characteristics that influence buyer behavior toward new products are perceived risk, media influence, social characteristics, and demographic characteristics. Suppose that you are planning to purchase a brand-new luxury motor vehicle. Explain how each of these factors would affect your
List three colleges that you considered when choosing which college or university to attend and the criteria that you used to evaluate them. Describe how you acquired information on the different colleges along the different attributes that were important to you and how you made your decision. Be
Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of sneakers? What role, if any, did advertising play in your need recognition?
It is difficult to find a global definition for the term “innovation,”as it takes many forms. Organizations such as Google and the Virgin Group have succeeded in highly competitive industries due to their ability to provide some form of innovation.This could be obvious innovations of products
Identify a product, service, or style that was recently adopted by you and/or some of your friends. Identify what type of innovation it is and describe its diffusion process up to this time. What are the characteristics of the people who adopted it first? What types of people did not adopt it? What
Describe how Sony can use the five product features that affect adoption in order to speed up the diffusion of its new TV model.
Amazon Alexa is a virtual assistant developed by Amazon and was first used in the Amazon Echo Dot smart speaker.Alexa can perform many functions, like voice interaction, music playback, setting up of alarms, and providing weather updates. It is also capable of controlling smart devices using itself
How do consumers reduce post-purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce dissonance?
How can Apple use its knowledge of customers’ expectations in designing a marketing strategy for a new iPad?
Consumers purchase products to satisfy their needs; these could be luxury items or necessities. Many large consumer purchases require in-depth comparisons in terms of price, quality, and brand. Suppose you are looking to purchase a product that involves research and comparison. What influences your
Marketers must ensure that their products become a part of a consumer’s evoked set if they are to be considered. What are some of the factors that increase pre-purchase information search? Which products do not?
What kinds of marketing and sociocultural inputs would influence the purchase of: (a) HDTV set, (b) concentrated liquid laundry detergent, and (c) fat-free ice cream? Explain your answers.
Select one of the following countries: Mexico, Brazil, Germany, Italy, Israel, Kuwait, Japan, or Australia. Assume that a significant number of people in the country you chose would like to visit the United States and have the financial means to do so. Now, imagine that you are a consultant for
Interview a student from another culture about his or her use of: (a) credit cards, (b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your consumption behavior to that of the person you interviewed and discuss the similarities and differences you discovered.
Have you ever traveled outside the United States? If you have, identify some of the differences in values, behavior, and consumption patterns that you noted between people in a country you visited and Americans.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume very lightly. Research the country’s culture and geographic location and describe why they are light users of the product selected.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume heavily. Research the country’s culture and geographic location and describe why they are heavy consumers of the product selected.
Coca-Cola is considering introducing very small bottles of its product in Brazil. These would cost less than bottled water. Discuss whether or not the company should do so.
An American company is considering introducing yogurt in Japan. What cultural aspects should the company study before deciding whether or not to do so?
Give three examples of product problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
Give three examples of linguistic problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
What are the advantages and disadvantages of localized promotional strategies?
What are the advantages and disadvantages of global promotional strategies?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix for a non-domestic market? Illustrate your answer with examples.
In terms of consumer behavior, are the world’s countries and their cultures becoming more similar or more different?Discuss.
With all the problems facing companies that go global, why are so many companies choosing to expand internationally?What are the advantages of expanding beyond the domestic market?
Find two good and two bad examples of advertising directed toward elderly consumers. To what degree are these ads stereotypical?Do they depict the concept of perceived age?How could these ads be improved by applying some of this chapter’s guidelines for advertising to elderly consumers?
Perceptions and age influence consumer behavior. Experiences from an early age have shaped and influenced people’s consumption patterns. These experiences are known as cohort effects. Therefore, different influences—political, economic, socio-cultural, and technological—have played roles in
Interview one baby boomer and one adult Generation Y consumer regarding the purchase of a car. Prepare a report on the differences in attitudes between the two individuals. Do your findings support the text’s discussion of the differences between boomers and Gen Y buyers? Explain.
Identify a group that can be regarded as a subculture within your university or college.a. Describe the norms, values, and behaviors of the subculture’s members.b. Interview five members of that subculture regarding attitudes toward the use of credit cards.c. What are the implications of your
a. How should marketers promote products and services to working women? What appeals should they use?Explain.b. As the owner of a BMW automobile dealership, what kind of marketing and service strategies would you use to target working women?
Marketers realize that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older Americans’ lifestyles to segment their markets.
According to a World Global Teen Study, 30 percent of all adolescents value their public image. Based on this data, a leading anti-dandruff shampoo company has plans to revamp its promotional campaigns to include this segment of the market in addition to its young adult target market. Do you think
Asian Americans are a small proportion of the total U.S.population. Why are they an important market segment? How can a marketer of tablet computers effectively target Asian Americans?
Savvy marketers understand and recognize subcultures in targeting consumers. How do marketers for the brands Safi Shayla, Tan Ngan Lo, and Uncle Saba’s Poppadom use advertising appeals and elements in targeting their customers?
Discuss the importance of subcultural segmentation to marketers of food products. Identify a food product for which the marketing mix should be regionalized. Explain why and how the marketing mix should be varied across geographic areas of the United States.
Why is subcultural analysis especially significant in a country such as the United States?
Find five ads promoting “green” products or activities and explain whether you believe each one is effective or not.
An advertisement has to be quite specific in order to adequately target the interests of a populace. In many Asian countries, language is the first variable of choice, and the specific language used in an ad can help identify its intended customers. Select and study five different audio-visual
a. Summarize an episode of a Netflix, TV show, or online series that you watch regularly. Describe how the episode transmitted cultural beliefs, values, and customs.b. Select three commercials that were broadcast during the episode and describe how each reflects a cultural value(s).
Rituals and routines are highly subjective and culture-specific.For example, an Asian breakfast may be different from a Western one in terms of food selection, time of day, and favored location. With the help of online research, identify the major differences in the two by preparing a list of the
Identify a singer or singing group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
Do consumers react differently to green products depending on their countries of origin? If so, why?
Food companies are now modifying their products to cater to health-conscious consumers. Why?
For each of the following products and activities:a. List two relevant core values and explain your choices.b. Describe how each value either encourages or discourages buying the product or engaging in the activity.The products and activities are:1. Donating blood 2. Visiting tanning salons 3.
The Malaysian Palm Oil Association (MPOA) is planning a persuasive advertising campaign to encourage consumers to switch from a diet of teh tarik (literally “pulled tea”) to drinking coconut water. By measuring the influence of culture on consumer behavior (cultural, consumption, and
In what ways do the three forms of cultural learning differ from one another? How can each be used effectively in marketing and advertisements?
Distinguish between terminal and instrumental values and their subsets. What does this classification identify? According to the Rokeach typology, in terms of cultural orientation, individuals can belong to one of four types. Make a list of them, including the subsets, and analyze their
Discuss what is meant by the term “social status”? What are the features you can identify in an individual’s social group? Do you feel you belong to a social group?
Discuss and evaluate the social changes over the last 100 years. Consider global events such as the two World Wars, the global recessions of the 1930s and 2008, technology advancements, and changes in work−life balance. What has influenced changes in society over time, and how has family as a
In this chapter, we have considered how parents and siblings play a role in the consumer socialization of their children and young brothers and sisters, and how adults continue to be socialized throughout their lives. However, we have not considered how children (especially teens and young
Lifestyles, consumption patterns, leisure activities, hobbies, media exposure, and scores of other factors are homogeneous within social classes and heterogeneous among them. What age subculture and social class subculture do clothing brands such as UNIQLO and Old Navy target for their respective
To what extent is technology an aspect of social class?Does it require its own social group?
Which status-related variable—occupation, education, or income—is the most appropriate segmentation base for:(a) family vacations, (b) opera subscriptions, (c) subscribing to online.wsj.com, (d) shopping at Whole Foods supermarkets,(e) buying from freshdirect.com, (f) purchasing new models of
A composite-variable index is used to better understand social class. Explain and evaluate each element of the index.The three key elements are:a. Occupationb. Educationc. Income
Why do marketing researchers use objective, rather than subjective, measures of social class?
As individuals reach the age of retirement, they become more dependent on services. These services can be provided by both private and public sectors. Identify which services are required and how involved the government should be in providing these services.
For many years, the key subjective measurement of social class has been particular items of value, such as the type of car, brand of clothing, and the technology that an individual has access to. Looking at recent advancements in technology and consumer buying power, is this still one of the
How does the family influence the consumer socialization of children? What role does television advertising play in consumer socialization?
Choose two brands of your liking and check their Facebook accounts, including posts and replies. Which word-of-mouth interactions do you see? Which consumer interactions can you find on these accounts? Do the brands engage in a dialogue with consumers on these channels? Discuss your impressions of
Prepare a list of negative rumors that you (or your friends)have heard recently about a company or a product.
Find ads that encourage consumers to engage in word-ofmouth communications.
Suppose that you are looking for a new computer and a new pair of shoes at the same time. Thinking of these two different shopping objectives, the advice of which family members or friends would you seek if you were not sure about the decision for a particular brand or model? Why would you choose
While doing your daily or weekly shopping (everything from food to clothes), take note of any products that feature endorsers or spokespersons (in the form of celebrities, actual customers, etc.) on packaging or accompanying advertising material. What is the content of their message?How credible
A car manufacturer is about to launch a new model with an innovative new engine system. How can an understanding of the adopter categories influence the manufacturer’s communication for the new car over time?
Roger Federer, one of the world’s best tennis players, promotes products like Rolex watches, Mercedes-Benz cars, Lindt chocolate, Wilson rackets, and Nike sportswear. Which reference group is envisaged here? Discuss the fit between these brands and Mr. Federer and the benefits the companies may
How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
Compare the advantages and disadvantages of the methods of measuring opinion leadership.
How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
Why is an opinion leader a more credible source of product information than an advertisement for the product? Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
List and discuss the factors that affect the credibility of formal communications sources of product information. What factors influence the perceived credibility of informal communications sources?
What is the difference between membership groups and symbolic groups? List one membership group and one symbolic group that influence your purchases. Explain which group influences you more and why.
What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative, normative, or both, and explain your answers.
If you have access to interactive TV, watch a program of your choice and make notes on how such viewing differs from watching traditional TV.
Sort the permissions you have requested from sources according to the permissions categories discussed in this chapter.
List and describe five product placements that you have seen in TV shows and movies.
Take pictures of two illustrations of out-of-home media, present them in class, and describe why they are or are not effective.
Using the same format as in the previous question, discuss social media’s influence on your parents’ buying behavior.
In groups of four, discuss and compare how social media has influenced your consumer behavior.
What is branded content and how can it be used effectively?
How has print media reacted to the decline of their advertising revenues?
Compare advertising on traditional TV and doing so on interactive TV.
List and describe the factors that negatively impact measuring the effectiveness of advertising on social media.
Why is it more difficult to measure the effectiveness of advertising campaigns on social media than assess the results of advertising on traditional media?
Describe how one’s age impacts marketers’ targeting using mobile media.
List and describe two advantages and two disadvantages of mobile advertising.
Describe Google’s role in advertising online.
Describe how marketers can use Twitter effectively.
There are five characteristics of effective social media campaigns.List and describe them.
How do marketers enhance consumer engagement with their offerings using social media?
What are the implications of social media for consumer behavior?
Watch an hour-long TV program and its commercials, without writing any notes. A day later, list all the commercials you can recall seeing. For each commercial, identify: (a) the message framing approach used and (b) whether the message was one-sided or two-sided. Discuss what you had remembered in
Find print ads using each of the following advertising appeals:fear, sex, and humor. Discuss their effectiveness and persuasive value in class.
Find two print advertisements—one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in this chapter would you use to evaluate the effectiveness of each ad? Explain your answers.
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